The Analysis Of The Network Marketing Difficulties And Countermeasures Based On The Long Tail Theory

With the constant development of economic globalization and increasingly competitive market,enterprises’ pressure of survival under the traditional business mode have become bigger and bigger. Thedevelopment of network techniques has made it practical for enterprises to conduct commercial activitieswith the use of internet. The establishment of network marketing which is a brand new marketing mode hasprofound effects on the development of enterprises. As a new theory emerging in the network economy era,the long tail theory has played a significant role of support in enterprises’ network marketing activitiesunder the new economic environment.As a brand new business concept, the long tail theory has its specified range of application. Throughanalysis of the generating process of the long tail theory and the substantive characteristics of networkmarketing, basic characteristics possessed by products or services appropriate for network marketing areobtained as follows: the product is easy to transmit through network and has a relatively low price; it ispointed out that enterprises must possess certain preconditions when applying the long tail theory toconduct network marketing activities: the generation and development of niche market is the basis ofapplying the long tail theory by enterprises, the costs of products or services of enterprises must besignificantly reduced, and individual demands of consumers are predominant. Though analysis of theapplicability of the long tail theory in network marketing has defined the direction for practical applicationof relevant enterprises, However, due to the influence of the traditional marketing thinking, the changes ofconsumers’ concept and behavior, the delay of related systems and environmental construction and otherobjective factors, enterprises encounter the realistic dilemma in the use of the long tail theory implementingnetwork marketing activities: enterprises implementing network marketing do not pay enoughattention to niche markets, and logistics infrastructure is seriously lagging consumers’ online shoppingsatisfaction is not high. These negative factors are impeding the development of network marketing,restricting the application of the Long Tail theory. After careful analysis of these realities, thecountermeasures and methods are formulated to solve the predicaments: improving enterprise networkconstruction vigorously by changing the traditional thinking, strengthening the construction of logistics infrastructure through scientific overall planning, improving consumers online shopping satisfaction bymake effort to enhance network integrity.The deep analysis of the plight of the Long Tail theory under the networking marketing model andproposing the constructive solutions, bring the new thinking category, open up the new marketing field forthe medium-sized and small enterprises, especially the emerging and not belonging to the mainstreammarket network enterprises, which are leading the rapid growth of network enterprise,putting aninexhaustible motive force into the development of the network economy, and promoting the socialprogresses.